Much of this overpledge behavior could be attributed to add-ons – optional mini-rewards that backers can choose to add to their main rewards.
Creators then ask backers to add $X to their pledges for add-on A, $Y for add-on B. Backers had to do the math themselves, and creators had to sort out what add-ons to ship based on the additional amount. Needless to say, both checkout and fulfillment were a nightmare.
Existing add-on behavior
I was brought on board while the development of checkout with add-ons was in flux. For the next few months, I would be the sole designer for all checkout edge cases, secondary UIs, transaction emails, and most importantly, the add-on creation flow for creators.
Creators need a way to build and manage add-ons. Traditionally, reward building has been done in Project Build, the de-facto campaign-building part of Kickstarter. We historically had only supported 2 reward-type objects: reward and items. Add-on would be the 3rd addition to this product surface.
I want to design an experience that is resilient to errors and edge cases, that serves the 80% case just as well as the 20% case. For a feature that deals with lots of numerical data, this is a core UX principle.
Through rapid testing, we were able to:
Creators can quickly turn an item into an add-on
I worked on various interaction models for custom add-on assignment (in modals, within main reward management UI, etc.) After 3 rounds of user walkthroughs, I settled on incorporating the interaction in the add/edit flow, as it caused the least friction.
The cell design went through many iterations. I made extensive use of iconography for edit actions and created a system for color-coded pills. The cells also had gone through a bunch of accessibility and UI pressure tests.
The feature was launched in Beta to selected creators in September, 2020. Both creators and backers were excited and it shows.
Our friends from Insights have kindly helped us conduct some post-development usability tests and set up NPS surveys to collect user feedback.
Although we might eventually want to incorporate add-ons into the project page, we want to see if this easy fix reduces the number of immediate concerns first.
Below, you can see the new tab design with icons for callout and clarification.